Billed as a "turbocharged network" for an upscale male audience, Velocity will take over HD Theater in a move that Discovery Communications' president David Zaslav calls a "game changer."

Billed as a “turbocharged network” for an upscale male audience, Velocity will take over HD Theater in a move that Discovery Communications’ president David Zaslav calls a “game changer.”

The network rebrand is slated for fourth quarter 2011, and will be available to approximately 40 million homes. The all-HD network will feature more than 400 premiere hours of new and returning series and specials on automotive, sports and leisure, adventure, and travel genres.

“Velocity continues Discovery’s tradition of maximizing the value of each of its cable platforms. It is going to be a game changer when it officially joins our portfolio of U.S. networks later this year,” said David Zaslav, president and CEO of Discovery Communications, in a statement. “As the first network devoted to the upscale men’s market, Velocity will be a hub for viewers within this key demographic, as well as the wealth of advertisers that target them.”

Robert S. Scanlon, SVP of Velocity, adds, “Whether you are a car aficionado or just someone who prefers fast-paced, high-stakes television, Velocity will become a must-have entertainment destination.”

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Jillian Morgan is a special reports editor at realscreen with a background in journalism and digital marketing. She joined the publication in 2019 after serving as the assistant editor to trade publications HPAC and On-Site. With a bachelor of journalism from the University of King's College in Halifax, she also works as a freelance writer and fact-checker.